Understanding confidence in Banks: the role of personal characteristics and Artificial Intelligence

Raúl Gómez-Martínez; Benito Pérez-González; María Luisa Medrano-García; Jose Torres-Pruñonosa

doi:10.26360/2024_03

Autores/as

Raúl Gómez-Martínez Universidad Rey Juan Carlos (España) https://orcid.org/0000-0003-3575-7970
Benito Pérez-González Universidad Internacional de La Rioja (España) https://orcid.org/0000-0002-6191-2885
María Luisa Medrano-García Universidad Rey Juan Carlos (España) https://orcid.org/0000-0003-1844-1034
Jose Torres-Pruñonosa Universidad Internacional de la Rioja (España) https://orcid.org/0000-0003-2276-1655

DOI:

https://doi.org/10.26360/2024_03

Palabras clave:

instituciones financieras, inteligencia artificial, análisis de sensibilidad, banca

Resumen

La confianza en los bancos y las instituciones financieras es una piedra angular de la estabilidad financiera y la prosperidad económica. Este estudio investiga la relación entre las características personales y la confianza en los bancos, reconociendo el papel fundamental de la confianza en la formación de las percepciones de los individuos sobre las instituciones financieras. Mediante un enfoque de métodos mixtos que combina técnicas de encuesta y modelización de inteligencia artificial, analizamos datos recogidos de una muestra representativa de la comunidad universitaria. Nuestros resultados ponen de relieve la influencia significativa de factores demográficos como la edad, el sexo y el nivel educativo en la confianza en los bancos. Además, validamos nuestra hipótesis utilizando métricas como el área ROC y el área PRC, que indican el poder predictivo de las características personales a la hora de determinar la confianza en los bancos. El análisis de sensibilidad aclara aún más la importancia relativa de los distintos predictores en la configuración de los niveles de confianza. Las implicaciones de nuestra investigación se extienden a los responsables políticos, las instituciones financieras y los investigadores, ofreciendo ideas para intervenciones a medida, estrategias de captación de clientes y futuras investigaciones. Al profundizar en el conocimiento de los factores que impulsan la confianza en los bancos, este estudio contribuye a mejorar la estabilidad financiera y la confianza de los consumidores en el sector bancario.

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